What Is Mobile App ReTargeting?

Tyler Yates

Are you looking for ways to improve your mobile app’s user engagement and retention rates? If so, you may want to consider using mobile app retargeting.

But what exactly is mobile app retargeting? Let’s explore this topic in more detail.

What Is Mobile App Retargeting?

Mobile app retargeting is a marketing strategy that involves displaying personalized ads to users who have previously interacted with your mobile app. These users may have downloaded your app, used it for a while, and then stopped using it. By using retargeting, you can remind these users about your app and encourage them to return and engage with it again.

How Does Mobile App Retargeting Work?

Mobile app retargeting works by tracking user behavior within your mobile app. This can include actions such as opening the app or making an in-app purchase. Once a user has performed a specific action within your app, they are added to a retargeting list.

You can then use this list to display Targeted ads to these users while they are browsing other apps or websites on their mobile devices. These ads may feature personalized messages or offers that are likely to resonate with the user based on their previous interactions with your app.

The Benefits of Mobile App Retargeting

There are several benefits of using mobile app retargeting as part of your overall marketing strategy:

  • Increased Engagement: By reminding users about your app, you can encourage them to return and engage with it again.
  • Better Retention Rates: By keeping users engaged with your app, you can improve retention rates and reduce churn.
  • Higher ROI: Because you are Targeting users who have already shown an interest in your app, you may see a higher ROI compared to other forms of advertising.

Best Practices for Mobile App Retargeting

If you’re considering using mobile app retargeting, here are some best practices to keep in mind:

Segment Your Audience:

It’s important to segment your audience based on their behavior within your app. For example, you may want to create different retargeting campaigns for users who have made a purchase versus those who have only downloaded your app.

Personalize Your Ads:

To maximize the effectiveness of your retargeting campaigns, it’s important to personalize your ads as much as possible. This can include using the user’s name in the ad or featuring products that they have previously shown an interest in.

Set Frequency Caps:

Be sure to set frequency caps on your retargeting campaigns to avoid bombarding users with too many ads. This can lead to ad fatigue and may actually decrease engagement with your app.


Mobile app retargeting is a powerful marketing strategy that can help improve user engagement and retention rates for your mobile app. By tracking user behavior and displaying personalized ads, you can remind users about your app and encourage them to return and engage with it again. Remember to segment your audience, personalize your ads, and set frequency caps to maximize the effectiveness of your retargeting campaigns.